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SA360 vs Google Ads: Which is Better?

Published on: June 3 2023 by pipiads

Thank you for joining our Google Ads versus Search Ads 360 webinar. My name is Joyce from Edinet, and today we're going to explore the differences between Search Ads 360 or SA360 and Google Ads. We'll cover the key SA360 features and functions you should know about and how to determine which platform to use. Let's compare the platforms at a basic level:

- Google Ads allows you to manage search ads on multiple Google search engine accounts across desktop and mobile and optimize them to one primary goal.

- Search Ads 360, on the other hand, allows you to optimize one goal across multiple search engines and channels, and each of those channels can have multiple accounts.

Ultimately, these platforms complement each other, and you can operate Google Ads within Search Ads 360, along with other search engines. You can also consider Google Ads as a platform for everyone, while SA360 is intended more for an enterprise-level account.

Now let's look at the basic functionality and features between the platforms so you can understand the differences in more detail:

- Google Ads has a 24-hour delay data while SA360 has near real-time data that refreshes every few hours, allowing your team to react to audiences with greater agility.

- Google Ads also has basic reporting capabilities, while SA360 has more advanced capabilities to help you measure performance and report across all bid strategies. You can customize data or segment and drill down further into specific bid strategies.

- In Google Ads, you have a standard editor to create search ads, while SA360 has one interface that allows you to edit ad copy across all search engines, including Microsoft Advertising, Yahoo, and more.

- Google Ads allows you to optimize for multiple conversions, while SA360 allows you to optimize for weighted conversions using a feature called formula columns. This is when you can apply calculations to data within the platform and use it right away for optimizations.

- Google Ads also allows you to use data-driven attribution based on conversions, and SA360 does the same but also has the ability to deduplicate cross-channel data, which really helps with the accuracy of your attribution.

In addition to these platform differences, I wanted to highlight five key features in Search Ads 360 that you need to know and why they matter:

- SA360 has advanced platform integrations, allowing you to connect SA360 with other Google Marketing Platform products and sources such as Google Analytics, Tag Manager, DV360, and Data Studio to boost your campaign management and optimizations. You can also pull in Google Merchant Center feed and have your ads react to live inventory.

- SA360 provides near real-time data with data that refreshes up to six times daily, allowing you to analyze and make bid adjustments faster throughout the day. You also gain immediate feedback if you are running tests and campaign optimizations to discover if your changes are improving performance.

- SA360 provides some exciting smart bidding features, allowing you to automate budget and bid management across engine accounts to maximize overall performance across every single campaign at once.

- SA360 can help you automate campaign management, allowing you to set up, optimize, manage, and tweak and edit your search campaigns across all search engines in one place at scale.

- SA360 can help you unify your search advertising program and cross-channel management, allowing you to connect and support all your search and social marketing together in one place.

So, is SA360 right for you? Here are six questions to ask yourself or your organization to assess whether or not this platform is right for you:

- Are you sensing limitations of Google Ads?

- Do you juggle many advertisers with multiple engine accounts?

- Are you interested in measuring search and social performance in one place?

- Are you interested in integrating your search program with other GMT products?

- Are you looking for accurate deduplicated measurement and attribution across marketing channels?

- Do you want to use more automation to save time on adding campaign management?

In summary, Search Ads 360 really unlocks three main benefits:

- Automate campaign management

- Use advanced optimization tools

- Access reporting and insights quickly

If you have any further questions about SA360 or want to learn more, please feel free to contact us at [email protected] or via Twitter or LinkedIn at Medianet. Thank you, everyone, and have a great day.

8 key Difference between Google Ads and SA360 (Search Ads 360)

In this video, we explore the key differences between Google Ads and Search Ads 360. By understanding these differences, you can determine whether you should switch to Search Ads 360 or learn about the additional benefits it provides. To make it easy, we have segmented the differences into nine topics:

1. Inventory: Google Ads only allows search campaigns on Google Search and its partner websites, while Search Ads 360 can run on multiple search engines.

2. Set up: Google Ads allows creating an ad account and billing setup, while Search Ads 360 sits as a top-level account over all search ad accounts.

3. Ideal user: Google Ads is suitable for small and medium-scale advertisers or end-users, while Search Ads 360 is an enterprise-level solution for big companies with huge search ad budgets and dedicated search ad teams.

4. Reporting: Google Ads has up to a 24-hour delay in reporting, while Search Ads 360 provides almost real-time reporting, including sharing floodlights across Facebook and Twitter ad accounts.

5. Bidding: Google Ads has basic automated bidding strategies, while Search Ads 360 has more complicated and efficient automatic bidding strategies.

6. Attribution: Google Ads does not have weighted conversions, while Search Ads 360 provides weighted conversions and allows running all attribution models at the same time.

7. Integrations: Search Ads 360 can integrate with BigQuery and other tools and share floodlights with Campaign Manager 360 or DV360, while Google Ads cannot integrate with DoubleClick Suite.

8. Automation: Search Ads 360 has advanced automation available at keyword level across all search engine marketing platforms, while Google Ads automation is only available at the ad group and campaign level.

If you have any additional differences, please add them to the comments. By understanding the differences between Google Ads and Search Ads 360, you can make informed decisions about which platform to use for your search campaigns.

SearchAds 360 vs. Google Ads - A DQ&A Webinar

In this knowledge-sharing session on the topic of Google Ads versus Search Ad360, the Commercial Director for the Q&A in the NAYS region, Peter, welcomes an international crowd and introduces his colleague, Miriam, a respected and knowledgeable strategic consultant who will share insights and knowledge on the topic. Peter provides an overview of DQA, a unique position covering not only advertisers and agencies, but also publishers. He highlights the company's preference to work as an extension of a team, enabling

How to Use the New Search Ads 360 Reporting Features

All right, let's go ahead and close this poll out, and then we can share these results. So, it looks like the new SA360 feature that everyone is most excited about would be management of all Google Ads campaign types. That's definitely no surprise to me; it is probably the most robust update within the new SA360 UI, bringing in five plus new campaign types for management that were previously unable to be managed in the legacy SA360 UI.

SA360 is a platform that sits on top of different engine accounts from search engine accounts to social engine accounts. It adds additional features and additional automation tools for you to manage those in one platform. This article will discuss what is available in terms of reporting in the new SA360 UI.

Available Features:

1. Campaign Management: All types of Google Ads campaigns and campaign creation are available for management. You can build out a video or YouTube campaign directly within the new SA360 UI, rather than having to go into the Google Ads engine.

2. Reporting: Saved views and instant reporting are fully supported and fully functional at this point. Custom variables and custom columns often come hand in hand,

Google Search Ads Tutorial 2022 - How to Create Search Campaigns with Google AdWords

What's up everyone, welcome to the ServerSide PPC YouTube channel! Today, I'm going to be showing you how to create a search campaign from scratch in your Google Ads account. So, let's get started!

- We will be creating a search campaign in Google Ads from scratch.

- One search campaign is generally enough for most businesses.

- We will optimize our campaign for sales and choose the conversion goal of purchases.


1. Choose Campaign Objective:

- Choose the objective of sales or leads.

- Conversion tracking must be set up in your account.

- Choose the conversion goals to optimize for in your campaign.

2. Select Campaign Type:

- Choose the search campaign type.

- Select website visits and your website as the way to reach your goal.

- Name your campaign.

3. Bidding:

- Focus on conversions or conversion value.

- Set a target cost per action (CPA) that is lower than what a conversion is worth.

4. Network and Location Targeting:

- Choose the networks you want to run your campaign on.

- Select the locations to target based on where your customers are.

5. Language Targeting:

- Select the languages your customers speak.

6. Audience Segments:

- Choose relevant audience segments for your campaign.

- Observe how these audiences are performing and adjust bids accordingly.

7. Dynamic Search Ad Settings:

- Create dynamic search ads that target relevant searches automatically based on your website.

8. Ad Groups:

- Name your ad group and target specific keywords related to your landing page.

- Use phrase match keywords for the best performance.

- Create multiple headlines and descriptions to mix and match for the best advertisement.

- Follow these steps to create a successful search campaign in Google Ads.

- Optimize for conversions and choose relevant keywords and audience segments.

- Use dynamic search ads and multiple headlines to create the best possible advertisement

Search Ads 360 reporting integration

In the world of digital marketing, it's important to have a comprehensive understanding of the tools and platforms available to help optimize your campaigns. Two such tools are Google Analytics 360 and DoubleClick Search. But what exactly are these platforms and how can they benefit your business?


1. Google Analytics 360: This platform is an enterprise-level analytics solution that offers advanced reporting, data visualization, and data integration capabilities. It allows you to track user behavior, measure website performance, and gain insights into your audience.

2. DoubleClick Search: This platform is a performance marketing platform that allows you to manage and optimize your search campaigns across multiple engines. It offers a range of features including bid management, ad copy optimization, and reporting.

3. Google AdWords: This platform is a powerful advertising tool that allows you to target users based on their search queries. It offers a range of ad formats including text, display, and video.

4. Microsoft Bing Ads: This platform is a search advertising platform that allows you to target users across the Bing and Yahoo search networks.

5. Yahoo Japan: This platform is a search engine that is popular in Japan. It offers advertising opportunities for businesses looking to reach a Japanese audience.


1. Improved campaign performance: By using these platforms, you can gain insights into your audience and optimize your campaigns accordingly. This can lead to improved performance and better ROI.

2. Centralized reporting: Both Google Analytics 360 and DoubleClick Search offer centralized reporting, which can help you gain a holistic view of your marketing efforts.

3. Cross-channel integration: Google Analytics 360 and DoubleClick Search can be integrated with other platforms, allowing you to track user behavior across multiple channels and devices.

4. Enhanced targeting: By using these platforms, you can target specific audiences based on demographics, interests, and search queries.

In conclusion, Google Analytics 360 and DoubleClick Search are powerful tools that can help businesses improve their digital marketing efforts. By gaining insights into your audience and optimizing your campaigns accordingly, you can achieve better performance and ROI. And with centralized reporting and cross-channel integration, you can gain a holistic view of your marketing efforts and make data-driven decisions.

1 - DV360 Tutorial - DV360 VS Google Ads - Programmatic Advertising

Hello digital marketers! In this article, we will discuss the seven key differences between Google Ads and DV360. If you're interested in learning about DV360, this is the first video of our playlist where we take you through step by step how to create, optimize, and report campaigns on DV360 and other options available.

- Both platforms were recently renamed - Google Ads was called AdWords, and Display and Video 360 was called DBM.

- Google Ads is a platform for creating different kinds of campaigns and showing ads from Google search, other websites, apps, YouTube, and even Gmail.

- DV360 is a more advanced option that gives you a lot of control in terms of how you buy inventory.

Differences between Google Ads and DV360:

1. Target Audience:

- Google Ads has access to Google Affinity Audience and Google In-Market Audience.

- DV360 has these two options, but it also has third-party audiences available.

2. Ideal for:

- Google Ads is intended for end-users or professionals with small advertising budgets.

- DV360 is intended for big companies and advertising agencies with a minimum budget spent in the last year.

3. Campaign Types:

- Google Ads can run search, shopping, display, Gmail, and YouTube campaigns.

- DV360 cannot run search and shopping ads, but it can run video and audio campaigns.

4. Placement Selection:

- In Google Ads, advertisers can only select a list of websites or apps where they want to advertise if they are part of the Google Display Network (GDN).

- In DV360, advertisers can select any website or app in the world, along with three different types of inventory buys.

5. Reach:

- Google Ads only shows display campaigns on GDN, while DV360 can appear on almost 90% of websites and apps, along with other ad exchanges and ad networks.

6. Audience Targeting Integrations:

- Google Ads does not support any integrations for audience targeting and ad servers.

- In DV360, you can integrate your account with different DMPs for better control in terms of tracking, reporting, and making changes to creative assets.

7. Ownership:

- Google Ads is Google's own creation, while Google acquired DoubleClick in 2008, which was a different company that had a stack of marketing platforms.

DV360 is a more advanced option than Google Ads that gives you a lot of control in terms of how you buy inventory. While Google Ads is intended for end-users or professionals with small advertising budgets, DV360 is intended for big companies and advertising agencies. DV360 has more campaign types and better placement selection, reach, and audience targeting integrations than Google Ads.

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